"They form groups in non-committed relationships. They travel in packs."

-- Larry Ross

The Florida Department of Citrus wants to make new "Friends" among the generation that grew up watching the popular TV comedy by that name.

"This is the generation that grew up on ‘Friends' and ‘Seinfeld,'?" said Larry Ross, a marketing professor at Florida Southern College in Lakeland. "They form groups in non-committed relationships. They travel in packs."

They are the biggest consumer demographic in the U.S. marketplace, variously know as millennials or Generation Y, Doug Ackerman, the department's executive director, told the Florida Citrus Commission on Wednesday, and they will become the new target audience for Florida orange juice marketing.